EA Sets Stage for World Domination With RISK: Factions

Globally Popular, Strategic Game of Conquest in Development for
Xbox LIVE Arcade

REDWOOD CITY, Calif., Jan 11, 2010 (BUSINESS WIRE) -- The EA Play Label of Electronic Arts Inc. (NASDAQ:ERTS) today announced
that it is bringing Hasbro's (NYSE:HAS) globally popular strategy game,
RISK, to Xbox LIVE(R) Arcade (XBLA) in early 2010. Featuring outlandish
factions, a unique art style, new gameplay twists and off-beat humor, RISK:
Factions promises to challenge and captivate both new and seasoned
RISK fans on their quest for world domination.

"For the past half-century, millions of RISKfans have been
consumed with ruling the world, underscoring the board game's enduring
appeal," said Chip Lange, Senior Vice President and General Manager of
EA's Hasbro Division. "We're now going to bring that masterpiece
experience to life and add other amazing layers of XBLA-style gameplay
that will take conquests to a new level, including the ability to battle
players from around the globe for the first time, truly giving new
meaning to the phrase 'world domination'."

Developed by Magic the Gathering: Duels of the Planeswalkers
studio Stainless Games and featuring cinematics from veteran animation
studio Power House Animation, RISK: Factions will offer
innovative ways of experiencing the timeless turn-based board game in
both objective-based and world conquest modes. Players will be able to
engage as one of five playable factions, each with different strengths,
as they wage war on new maps with dynamic terrain in their quest for
missile silos in order to strategically dominate the game. Additionally,
as rivals go head-to-head during unique, animated combat missions,
enemies will be able to trigger "Overkill" moments, based on the roll of
the dice, and unlock avatar awards while attempting global supremacy.
With a new animated art style, kooky humor and a choice of five oddball
factions, RISK: Factions is sure to offer something for veteran
RISK strategists and newcomers alike.

"Just as the original RISK board game broke new ground 50 years ago by
being the first game to offer non-linear movement, EA is re-inventing
this long-time favorite for today's digital consumer," said Mark
Blecher, Senior Vice President and General Manager of Digital Media and
Gaming at Hasbro. "We expect RISK: Factions to be well
received on XBLA among the strategy and simulation community."

About Electronic Arts

Electronic Arts Inc. (EA), headquartered in Redwood City, California, a
leading global interactive entertainment software company. Founded in
1982, the Company develops, publishes, and distributes interactive
software worldwide for video game systems, personal computers, wireless
devices and the Internet. Electronic Arts markets its products under
four brand names: EATM, EA SPORTS(TM) EA Mobile TM
and POGOTM. In fiscal 2009, EA posted GAAP net revenue of
$4.2 billion and had 31 titles that sold more than one million copies.
EA's homepage and online game site is www.ea.com.
More information about EA's products and full text of press releases can
be found on the Internet at http://info.ea.com.

About Hasbro

Hasbro, Inc. (NYSE:HAS) is a worldwide leader in children's and family
leisure time products and services with a rich portfolio of brands and
entertainment properties that provides some of the highest quality and
most recognizable play and recreational experiences in the world. As a
brand-driven, consumer-focused global company, Hasbro brings to market
a range of toys, games and licensed products, from traditional to
high-tech and digital, under such powerful brand names as TRANSFORMERS,
PLAYSKOOL, TONKA, MILTON BRADLEY, PARKER BROTHERS, CRANIUM and WIZARDS
OF THE COAST. Come see how we inspire play through our brands at http://www.hasbro.com.

Stainless Games is a privately owned company based on the South Coast of
the UK. Although best known for the creation of the multi-million
selling Carmageddon franchise, the company has now become recognized as
one of the world's leading companies in the burgeoning Console Download
market, most recently developing the No1 XBLA title, Magic the
Gathering: Duels of the Planeswalkers. For more information visit
the Stainless Games website at www.stainlessgames.com.

About Power House Animation

Austin Texas based Powerhouse Animation Studios was founded by industry
veterans Frank Gabriel, Bruce Tinnin and Brad Graeber. The group
utilizes state-of-the-art technology to create novel, fresh traditional
animation. With over 30 years of experience in feature and television
animation, as well as commercial design, Powerhouse offers a range of
design and animation services, including traditional and Flash
animation, game cinematics, character design, storyboarding, viral
marketing and interactive games. Powerhouse created cinematics for the
cult favorite video game Penny Arcade: On the Rain-Slick Precipice of
Darkness video game, and is working currently with several of the tier 1
console game studios to produce cinematics, mini-games, and animation.
Powerhouse animated Kevin Smith's "10th Anniversary Clerks DVD."
Powerhouse's resume also boasts creating the first fully animated music
video for Country Music Television--Lonestar's "Mr. Mom." Our animators
have worked on films including Prince of Egypt, Mulan, Curious George,
Brother Bear, Lilo & Stitch, Mulan, Space Jam, Anastasia, Titan A.E.,
Thumbelina, and A Troll in Central Park. Members of Powerhouse's staff
have animated Bugs Bunny for Warner Bros. Classics, and Rocky and
Bullwinkle for television commercials. Powerhouse also had the
opportunity to create a series of customized arcade machines, including
one created for performers Ben Affleck and Jennifer Lopez. To learn more
about Powerhouse, please visit www.powerhouseanimation.com.

EA, EA SPORTS, EA Mobile and POGO are trademarks or registered
trademarks of Electronic Arts Inc. RISK is a trademark of Hasbro and is
used with permission. Microsoft, Xbox, Xbox LIVE Arcade and Xbox 360 are
trademarks of the Microsoft group of companies. All other trademarks are
the property of their respective owners.